“Bridging Divides”
UC Berkely’s GGSC

UC Berkeley’s Greater Good Science Center advances the science and practice of empathy, mutual understanding, and relationship building in order to address the world’s growing crisis of connection.

After spending a year developing a playbook for bridging psychological divides using the science of our brains, it was time to bring the science to life in an exciting, accessible way. 

As Creative Director, I lead the design of the campaign identity, managed a team of writers, producers, designers, editors, animators, and illustrators, designed promotional material, and wrote and directed individual videos.

How it started

Our team designed a digital engagement strategy and storytelling campaign to bring their research playbook to life.

Our biggest barrier was tone: Most people don’t like to be told that they’re doing something wrong, and audiences are increasingly intolerant of being told they need to change.  After an in-depth research phase and the development of target personas, we landed on a storytelling campaign that relied on a “Trojan Horse” approach.

Audiences would watch fun content, unaware that they were actually watching a lesson in empathy and tolerance. 

The campaign was lead by six separate videos, showcasing six different scientifically proven methods of fostering greater empathy, including moral reframing and active listening.  The irreverent and inclusive designs and stories allowed us to feel relevant to a wider audience.

The team

Creative Director: Jessica Lacombe
Strategists: Fatima Sy, Joseph Ingram
Accounts: Minna Son, Joshua Bone
Engagement Strategy: Jessica Lacombe, Anthony Smith, Caitlin Duffy
Copywriting and scriptwriting: Jessica Lacombe, Kate Cavnaugh
Producers: Scott Nelson, Caroline Healey
Animation and motion: SNYDER NY (Jonathan Masino, Drew Blatman, Janet Lawrence, Dan McHugh, Chris Grehan)